What's in a Name: Advertising and the Concept of Brands by John Philip Jones

By John Philip Jones

It is a thoroughly rewritten and up-to-date model of 1 of the real vintage books within the box of promoting and ads. what is in a reputation? advertisements and the idea that of manufacturers analyzes manufacturers from the perspective of recent advertising and marketing conception. It offers intimately with the function of ads in growing, construction, and conserving robust manufacturers - the lifeblood of any long term campaign. The paintings is empirically established and is supported by means of the easiest learn from either the pro and educational fields. The authors describe the start and adulthood of manufacturers and dissect the styles of purchaser procuring of repeat-purchase items. as well as all new study findings and examples, this new version of what is in a reputation? comprises first time assurance of the temporary, medium-term, and long term results of advertisements on revenues of manufacturers. The booklet concludes with new tips on how one can boost and disseminate larger ads.

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13 The trend toward concentration was assumed to move progressively from perfect competition to monopoly, unless impeded by strong legislation. In general, this development was seen to coincide with growth in the size of the market, where growth of output and continuous growth in concentration were seen to proceed in step. 14 The hypothesis that we shall develop is that, in the markets in which advertising has been important—where demand had to be forced up rapidly to mop up increasing output—the path toward market concentration has been quite a different one.

But although we can observe much of the functioning of the machine with our eyes, and we can evaluate the input and output, the parts we can see represent only a small proportion of the total, because of things blocking our view. Some people observing the whole apparatus believe that they can explain its workings in some general, overall way, following what we might call the “macro” approach (which, if it oversimplifies, is likely to mislead). On the other hand, some people, like us, prefer to follow the “micro” or inductive approach, which attempts to build up knowledge by looking at the mechanism piece by piece.

Before conducting our investigation, we were pretty sure that the breakfast cereal market had six easily confirmed characteristics: 22 CHAPTER 2 1. 3 The overall shape of the market was virtually the same in the 1980s and in 2001. The fact that there is a relatively small number of competitors, each of which is a substantial manufacturer, means that oligopoly can represent a heightened type of competition because it brings an advanced degree of consciousness of one’s competitors and the influence of one’s actions on them.

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